Adobe has worked with Universal Musics in-house agency Bring to create a Presents music video featuring the work of student designers using the tech companys Creative Cloud.
The competition saw students each design an image to match a lyric of the Presets new track Tools Down.
The Presets creative director Jonathan Zawada issued the brief in February, giving the chance for creative talent to win a subscription to Adobe Creative Cloud for submitting the lyric designs.
450 people entered the competition, each taking a line from The Presets song Tools Down and creating an eclectic design of the lyric. In the end, 100 winners were selected by Adobe and The Presets.
The campaign was supported by a media strategy executed by Bring. The strategy targeted creative talent and music fans, and invited creative influencers to add to the conversation.
James Griffiths, creative director at Bring, said in a statement: There were doubters for sure, but the Lyrical Masters campaign has seen huge success for the brand and with the video release today, we feel we have wrapped the campaign in an extraordinary way! Not only has the music partnership allowed Adobe to speak to a new creative audience, the participation in the campaign has been through-the-roof, with future students truly engaging and showing off their skills. The quality included within the final video showcases some amazing work. Its eclectic, bold and in the true creative spirit of the band. This is what entertainment partnerships should be about.
Janie Lim, Adobe APAC senior director of APAC digital media marketing, said: Its been inspiring to see how students across Asia Pacific have embraced this campaign and unleashed their creativity. Adobe Creative Cloud empowers everyone, whether youre a beginner or a pro, to go from dreaming to doing, wherever they are inspired. Im excited to see how the students continue to hone their skills and showcase their creativity into the future.
Roddy Campbell, Managing Director James Griffiths, Creative Director Mel Wyatt, Brand Partnership Director Lisa Grieve, Senior Director, Creative Licensing & Artist Integration Will Blackburn, Creative Camilla Ryals, Designer
Video Production: Entropico